This article, and the material it links to, has provoked a lot of thinking and conversation today. We are a design firm, we embrace human centred principles, but we are cautious about making claims of empathy. In part, it is because our practice is grounded in cultural anthropology.

In the 60s, 70s and 80s, the discipline of anthropology had to face its own culture of bias, ultimately forcing the discipline to evolve from ethnocentrism to self reflexivity and a culture of transparency.